'Cannock Chase Can' Health Improvement Programme
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ITEM NO. 14.1 Report of: Head of Economic Prosperity Contact Officer: David Prosser- Davies Telephone No: 01543 464202 Portfolio Leader: Health & Wellbeing Key Decision: Yes Report Track: Cabinet: 30/01/20 CABINET 30 JANUARY 2020 NEW HEALTH IMPROVEMENT PROGRAMME ‘CANNOCK CHASE CAN’ 1 Purpose of Report 1.1 To consider the implications of the motion approved at Council on 6 November 2019, on the implementation of a district-wide Health Improvement Programme, ‘Cannock Chase Can’, aimed at focussing local efforts on supporting the Government’s Child Obesity Action Plan. 2 Recommendation(s) 2.1 That Cabinet approves the implementation of a district-wide Health Improvement Programme, ‘Cannock Chase Can’. 2.2 To note the resource implications that will be submitted to Cabinet for consideration as part of the 2020/21 budget process. 3 Key Issues and Reasons for Recommendations 3.1 At the Council meeting on 6 November 2019, the Leader of the Council moved a motion to support the Government’s Child Obesity Action Plan, which aims to halve childhood obesity in the UK by 2030. The motion was unanimously supported by those Members present. 3.2 In support of this locally, the motion included a commitment to implement a district-wide Health Improvement Programme, ‘Cannock Chase Can’, aimed at focussing local efforts on supporting the Government’s Child Obesity Action Plan. 3.3 In 2007 the Foresight Report ‘Tackling Obesities’ estimated that half of the UK population could be obese by 2050. Seven years later in 2014, the National Obesity Forum suggested that this estimate was optimistic (See: ITEM NO. 14.2 https://www.rcn.org.uk/clinical-topics/public-health/obesity, accessed November 2018). NHS executives, public health nutritionists and celebrity chefs have promoted campaigns to encourage healthier eating habits and increase physical activity aimed at tackling the rise of obesity and the projected major impact of this condition on public health resources. 3.4 Public Health England (PHE) data indicates that 74% of adults in Cannock Chase aged 18+ were overweight or obese in 2017/2018. This was close to the highest rate of excess weight across the West Midlands in 2017/18 and above the England average (62%). The prevalence of excess weight (overweight and obesity) among children in Reception school year (aged 4-5) saw a fall in 2017/18 but remained above the England average of 22.6% with 26.4% of Reception age children overweight or obese in the District. The prevalence of overweight and obesity increased among Year 6 children aged 10-11 during the same period to 37.1% during 2017-2018. Whilst this is not the highest in the West Midlands, it is again above the England average of 34.3%. 3.5 A district-wide Health Improvement Programme, ‘Cannock Chase Can’ will focus local efforts on supporting the Government’s Action Plan. By working collaboratively with the Community Wellbeing team at Inspiring healthy lifestyles and supporting partners to develop a 5 year health improvement/prevention plan. The plan will include various methods of promotion and engagement to encourage participation and behaviour change. 3.6 There will be no costs incurred in the first year (2019/20) as this will be a planning and developmental period. Estimated costs for Year 2 will reach £21,500 with a further annual commitment of £10,000 for four consecutive years, equating to a total financial commitment over five years of £61,500. 4 Relationship to Corporate Priorities 4.1 This report supports the Council’s Community Wellbeing priorities as it will provide opportunities for healthy and active lifestyles; promote attractive and healthy environments and will support vulnerable people. 5 Report Detail THE MOTION: 5.1 At the Council meeting on 6 November 2019, the Leader of the Council moved a motion to support the Government’s Child Obesity Action Plan, which aims to halve childhood obesity in the UK by 2030. The motion was unanimously supported by those Members present. 5.2 The motion stated: That the Council resolves to support the Government’s Child Obesity Action Plan which aims to halve childhood obesity in the UK by 2030. This will be supported locally by: ITEM NO. 14.3 1. Considering the introduction of a ‘Health in All Policies’ approach to the decisions we make, targeting the social determinants of health to improve the health of the local population; 2. Implementing a district-wide Health Improvement Programme, ‘Cannock Chase Can’, aimed at focussing local efforts on supporting the Government’s Action Plan. (Item 1 is the subject of a separate Cabinet report) SETTING THE SCENE: 5.3 The relatively high prevalence of overweight and obesity in Cannock Chase’s adult and child populations indicates that the District could be more susceptible to socioeconomic disadvantages associated with obesity. 5.4 Appendix 1 provides an overview of the latest data associated with obesity in Cannock Chase and considers the socioeconomic impact of obesity in the District, produced in August 2019. 5.5 The mapping data in Appendix 2 illustrates how different localities across Cannock Chase are affected by factors associated with obesity including access to fast food and socioeconomic deprivation. 5.6 A detailed analysis of these maps will be undertaken as part of the project development stage to ensure the programme targets areas of the District where levels of obesity and deprivation are at their highest. They will also help to identify whether there are any correlations between the locations of fast food takeaways/outlets, deprivation (income and health), excess weight and accessibility to leisure facilities and green spaces. 5.7 The NHS identifies that obesity is generally caused by lifestyle or environmental factors. The causes of obesity are complex and comprise of many variables from the combination of low levels and low impact physical activity and poor diet, to move complicated underlying issues such as emotional wellbeing and lack of knowledge and know how. 5.8 Negative life events, lack of skills on how to live a healthy lifestyle on a low income, not engaging with our green spaces, easy access to fast food establishments, through to not feeling safe to walk to school, and wider socioeconomic factors, particularly deprivation can all contribute. 5.9 Obesity not only presents restrictions on a person’s quality of life and increased risk to additional long-term health conditions such as diabetes; it challenges public services and local infrastructure in far reaching ways. It places exponential demands on health and social care and affects our local economic wellbeing. IMPLEMENTING CANNOCK CHASE CAN: 5.10 As suggested by the LGA’s ‘Health in All Policies’ document, a collaborative approach is needed to improving the health of all people. ITEM NO. 14.4 5.11 The Environmental Health and Communications teams have been in discussions with the Community Wellbeing team at Inspiring healthy lifestyles (IHL) with a view to developing a new Health Improvement Programme – ‘Cannock Chase Can’. The aim will be to help reduce obesity by changing behaviours and attitudes towards healthy eating and physical activity. 5.12 The ethos of ‘Cannock Chase Can’ is based on a programme developed in Newcastle in 2017. 5.13 In January 2017, Newcastle City Council launched a new campaign to tackle health and obesity – ‘Newcastle Can’. This was a ground-breaking social project encouraging communities throughout the city to work together to get healthier and fitter. 5.14 With support from the TV chef and campaigner Hugh Fernley-Whittingstall, the project aimed to encourage communities throughout the city to work together on one common goal: to see if Newcastle could lose 100,000lbs in weight. Due to the impact of this project, Newcastle City Council has decided to continue with the Newcastle Can brand and to badge their adult obesity prevention programme under the Newcastle Can banner. 5.15 Appendix 3 provides a full brief detailing the ‘Newcastle Can’ campaign. 5.16 A pilot was launched by Brereton Million – ‘Brereton Can’ in September 2019 with the support of the Council and Inspiring healthy lifestyles. Brereton Million has created a website and set a challenge of losing 20,000lbs worth of weight amongst the residents living in the Brereton area. Since the launch, a number of initiatives have been undertaken including the installation of a new outdoor gym in Ravenhill Park along with a Health and Fitness event. Brereton Can will feature within the district-wide project and will help sustain it at a local level. 5.17 Due to the success of the ‘CAN’ campaign, it is being recommended that the Council develops a district-wide version – ‘Cannock Chase Can’ which will focus local efforts and support the Government’s Child Obesity Action Plan. This will involve the development of a 5-year district-wide Health Improvement Programme which will focus methods of promotion and engagement to encourage participation and behaviour change. Appendix 4 provides an overview of the next steps for project delivery for Year 1. 5.18 The focal point for the programme will be the ‘Cannock Chase Can’ online portal which will enable residents to sign up to the programme and create personal profiles including target weight based on the NHS healthy weight BMI tool. It will also provide information about healthy eating, physical activity and advice about how to make healthier lifestyle choices. Appendix 5 shows a visual concept for the online portal. Please note; this is in its draft form, so will be subject to changes. ITEM NO. 14.5 6 Implications 6.1 Financial Appendix 6 shows the breakdown of costs for this 5-year Health Improvement Programme. Provision exists within the Draft General Fund Revenue Budget (considered elsewhere on the Agenda) for the costs of the Health Improvement Programme.